The Co-op needed for us to get to grips with a new generation of parents and provide customers with a credible own-brand alternative that would help encourage a wider shop and grow category sales.

We took the conventional cues of the category, the airbrushed smiling babies and expectations of ‘perfect parenting’ and ignored them. Instead, we commissioned children’s book illustrator, Jim Field. Famous for best-selling titles ‘The Lion Inside’ and ‘Oi Dog’, kids and adults love Field’s colourful and humorous illustration style. Animals replace babies on the front of packs to communicate age and improve navigation while rhyming product descriptors offer a storybook style tone of voice completely unique to The Co-op.